Lomit Patel heads up the Growth team at IMVU which is responsible for driving user acquisition, retention and monetization across all platforms (iOS, Android, and Web). Lomit is a seasoned growth marketing executive with expertise in building and scaling up customer acquisition, retention and monetization channels at early and mid-stage consumer tech startups.To get more news about Aso Reviews Optimization, you can visit aso700.com official website.
No matter how good an app may be, it won’t succeed if users can’t find it and download it. While this may go without saying, it’s the reason why proper mobile app marketing and App Store Optimization (ASO) are key to an app’s success. Apple Search Ads is a vital component of an app’s marketing and ASO strategy, as well as a key factor of IMVU’s success in the App Store.
What are Search Ads?
Apple Search Ads is a tool that lets advertisers bid on ad space in the App Store. Rather than a pop-up ad or commercial, the advertisement works simply by placing the app at the top of the search results for the bid upon keywords within the App Store. Not only does this provide increased visibility, but also targeted advertisements directed at users who are already searching for similar apps.
Search Ads can be set to defined demographics, such as gender, age and location, as well as target groups like new customers or users who have downloaded other apps from the developer. Additionally, as it’s priced at a cost per tap (CPT) model, you only pay when a user taps on the ad.
While developers can bid on multiple keywords, including variants such as misspellings and plural/singular versions (Broad Match) or specific terms only (Exact Match), they must be relevant to the app. Both the relevance and bidding amount factor into whether or not Apple puts an app into the auction for a specific keyword.
IMVU utilized Search Ads to increase its visibility and installs for important keywords like “social networking” and “virtual games.” Users searching for those terms would see IMVU at the top of the search results, which encouraged them to view the app and download it.
Search Ads and IMVU
Apple Search Ads were an essential piece of the ASO puzzle, both for exploring keyword performance and improving visibility and reach. They helped IMVU improve App Store Optimization by increasing the number of keywords that we ranked #1 on the App Store for by 33%, along with a 58% growth in the top 5, contributing to a 105% increase of daily installs on iOS devices. While there are many parts that factor into a successful ASO strategy, Search Ads proved to be an invaluable piece of the puzzle as well as drive good quality users into our app.
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